Music star and entrepreneur will.i.am has been named a partner in Beverly Hills-based licensing and strategic marketing firm memBrain Licensing, the company said Tuesday.

The firm said it will look to tap into the Grammy Award-wining musician’s “visionary ideas and global fanbase” to create “new intellectual properties directed by will.i.am” while also offering clients access to a range of creative services.

Will.i.am and memBrain are nominated for a LIMA Licensing Excellence Award for best corporate brand licensing program this year for their work with Coca-Cola for Ekocycle, a social enterprise that promotes recycling and the use of recycled materials.

“I am proud to join memBrain as a partner,” said will.i.am. “I am excited about the opportunities to collaborate on current and future creative brand licensing projects.”

Beyond his music with The Black Eyed Peas and solo album “#willpower,” released in April, will.i.am is a founding shareholder in Beats Electronics, the creator of the i.am+ camera accessory line, and serves as director of creative innovation at Intel.

memBrain looks to harness the power of entertainment and the passion of fans as it offers strategic planning, partnership marketing, licensing sales, brand identity development, location-based entertainment, social media development, retail engagement, promotional marketing and product development services.

It aims to “provide companies with meaningful and actionable programs that push boundaries and make an impact on popular culture,” according to the company’s website. [Billboard.biz]